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The concepts you must understand to master digital marketing

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The concepts you must understand to master digital marketing

In today’s business world, there is an unstoppable obsession to achieve surprising results in the short term. Patience became a scarce asset and business leaders embarked on that train where only now is worth. Few entrepreneurs get out of that mold. Few of them draw medium or long-term routes and take the time to build and travel them. Today there is no room for waiting, the shareholders and the boards of directors want their benefits quickly and that pressure is transmitted to the top managers of the organizations. And these, in turn, transfer it to each area of ​​the company. Well, the Portugal Phone Number List team is one of the corporate departments that is most permeated by these pressures, and that makes their ways of acting change. Digital has a reputation for agile, therefore leaders bet there to resolve the pressure for the immediate. A terrifying reality! Because unconsciously that eagerness makes the team desperate to find shortcuts and forget planning. Perhaps, this is the origin of this absurd obsession with tricks that professionals in the digital world have. Everyone talks about professionalizing their activity, but they are only interested in tricks and shortcuts. A behavior very similar to that of those who want to beat the casino by counting cards in blackjack, but they don’t bother to learn to add — making an analogy that might seem a bit ridiculous. These types of people focus so much on the trick and so little on the fundamentals that they end up making a thousand mistakes and losing everything they had.

We talk about this because we are of those who believe that the key to everything is to master the basics, create plans and work patiently for results — not to say that we will work for decades to get something. Yes, you have to produce in the short term, but you also have to build for the distant future; and that is our mantra to create digital strategies. That is why now we want to take the time to insist on some basic concepts that professionals in the digital world must master in order to create solid strategies that contribute in the now and build for tomorrow. The 6 ideas that are critical to designing a digital marketing strategy We already hinted at it, but it is worth emphasizing: there are concepts that are basic to understanding the most complex issues. For example, in mathematics, it is mandatory to understand numbers before studying basic operations. And mastering them is the basis for launching into the most complex problems. If it is not done this way, it will cost a lot of work, because everything in the world works with that logic. Consequently, in no area of ​​knowledge is it a good idea to skip learning the fundamentals.


Next, we are going to review some of the elementary concepts on which the digital world has been built. In total, we will address six ideas – which are not the only ones, but some very important ones – that have shaped behavior and that must be assimilated in order to plan and design strategies in these environments:

1. Moore’s law
Gordon Earl Moore is a key figure in the Forex Email List revolution. In 1968, together with Robert Noyce, he founded Intel – the world’s largest manufacturer of integrated circuits. Well, this entrepreneur and innovator published an article in Electronics magazine – in April 1965 – describing a curious observation: every year, during the seven years of life of the integrated circuit, the number of components used in a microchip had doubled. So far, nothing surprising, but the other piece of the observation was: the price of the device remained the same.

Based on this seemingly irrelevant observation, Gordon Moore enunciated his law that anticipated that the complexity of integrated circuits would double every year with a constant reduction in cost. What this law expressed is that the power of computers would double every year – despite the fact that this empirical law was originally formulated to establish that doubling would take place every year, Moore later redefined it and extended the period to two years. Translated for us, what this character said, in 1965, is that the computer that we buy today with $ 1 will have half the power that we could buy in two years with the same money.The direct consequence of this law for digital marketers is that prices go down as capabilities go up. What today seems impossible to achieve with our budget will be within our reach in a short time.To better exemplify the scope of Moore’s Law, Wikipedia uses a very simple simile: in 1978, a commercial flight between New York and Paris cost about $ 900 and took 6 hours. If the same principles of Moore’s law had been applied to the commercial aviation industry; today that flight would cost about $ 0.01 and would take less than a second.

2. The semantic web
What is sought with the massification of the semantic web concept is that people worry about developing technologies that allow machines to understand everything we publish in the digital world. The objective is that computer applications acquire the ability to draw conclusions that anticipate our needs from the information available on the Internet.

The semantic web idea is based on adding extra data to each publication to increase its context. In essence, the semantic data that builds the new semantic web are additional components to enhance the meaning of what is published. In itself, the semantic web is concerned with creating two versions of each message: one readable for people and another for machines – for search engines, social platforms or mobile applications. So that? So that the devices can better understand that information and thus give us better answers to our questions or make inferences. We cannot close this section without first clarifying two concepts that are erroneously confused: the semantic web and the so-called web 3.0. The first covers activities that seek to explain to machines everything we publish in the digital world. The second refers to the environment in which applications exchange and process available data.

3. The internet of things
The initiative called the internet of things refers to the world’s intention to connect everyday objects to the internet. With this, these objects would be identified and managed by other machines. Why is this useful? Simple, because our behavior can be documented and unmet needs can be predicted. If my refrigerator can keep track of the rate at which I consume milk, that information will be useful to me and the supplier. With this, two problems are solved: (i) the producer will be able to better plan his production based on my consumption dynamics and (ii) my supply will always be guaranteed —all the discussions on privacy derived from this market logic are welcome; in fact, we have them too, but in this article we are not discussing them, As an idea, the Internet of Things was proposed by Kevin Ashton at the MIT Auto-ID Center in 1999. In its origins, what was sought was that machines would interact with each other to offer us useful and interesting benefits. A plausible proposal in its beginnings that today has many detractors —for the discussions about ownership and the use of the data obtained—. Why is it important for marketers to understand this concept? Because what it shows is that in the medium term every person, platform and object on the planet will be connected to the network; and this will allow a precise identification of the behaviors and motivations of the market.

4. The data shadow
This is when the main problem of the digital age comes to the fore. All accusing fingers about the harmfulness of digital life point to the shadow of data. We insist that here we are simply presenting the ideas and that the discussions on what they contribute or subtract are material for another publication. Currently, any person generates more data in an afternoon of any day than a person produced in the last century throughout their entire life. The data shadow is that trail that everyone leaves when using platforms and digital devices. In this shadow is the key to our behaviors, the information about what interests us and the relevant data of our opinions and desires. Accessing that information individually could give us clues to change our habits, which would be very useful. But losing control of it would make us vulnerable. As we said, shadow data ownership and access is the hottest debate today – and the prognosis is that the end of that discussion is not near. Now from a marketing perspective , data shadow is the best tool for personalization and sustainable approach to production and consumption. Two attractive benefits for producers and consumers.

5. The “quantified self”
The data shadow – an idea that we addressed in the previous section – showed us the current scenario of the digital world, in which a person generates a lot of information about their life and behavior. Well, with the data processing capabilities we have today, it is possible to store and query that data to make decisions. The “quantified self” raises the feasibility of using technological power and the shadow of data to improve our lives and our futures. As an initiative, the “quantified self” is impossible to reject — but we all know that what seems wonderful in theory is not so wonderful in practice. Basically, what is being talked about here is storing, monitoring and processing our behavior in and out of digital settings – tracking what we do on devices and inserting technology into the clothing we wear, such as watches or sneakers – to find future opportunities or threats. The methodology and the result sound logical: if we tell the machines everything – what we eat, what we do and what we propose – if we give them access to our medical history and that of our relatives and if we show them the physical environment , political and social in which we live, they will be able to cross all the data to give us routes that mitigate the problems and that bring us closer to the expected results. Attractive, but terrifying!

6. Net neutrality
This last idea that we want to expose in this article is the simplest, but not the least important for that. When we speak of neutrality, we refer to that basic principle on which the network was built: there is no central authority and no one who governs what happens in it. The Internet and all the applications that rely on this technology – the WWW, cloud computing, mobile applications, etc. – are theoretically free and fair scenarios; that is, there are no strata or categories of users. The best way to explain the concept of net neutrality is by posing a hypothetical problem: how would the net act if in a moment of saturation it had to convey its message or that of the president? Simple, addressing them in the order they arrive. On the Internet, no user is more important than another. The network is neutral by nature and by definition. Understanding that neutrality is a critical part of digital appropriation, because it forces us to accept the lack of control that exists in these settings and because it prepares us for how chaotic they are. Professionals in the marketing must bear in mind this principle ever to plan and implement digital strategies. Otherwise, we will be very exposed to potential reputational crises or to be tempted to control what the community says – which is obviously impossible.

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